Non-Profits better at Embracing Social Media

Some of the most authentic brand interactions I've had online in the past 6 months are of the non-profit variety. Many jumped into the social media game early and are using it more effectively than the for-profit sector. Inherently because of their funding structure these organizations, often operating on shoe string budgets, have learned to get creative. Many have an arsenal of of nontraditional marketing strategies used to survive when down at the heels. That flexibility has served them well as they surf this new wave of marketing technologies. Non-profits have been rock stars at social media for a few reasons.

1. First, they are more authentic. Less selling, less editing, the conversation is real and it feels that way. Most businesses are caught up with controlling the conversation so that it accurately reflects your company culture, values, brand. Edited conversations are uncomfortable, and not only don't work but provide negative experiences for your users. Non-profits have been smart enough to have humans engaging in conversation, answering questions, and making friends. This person actually wants to hear from you which is a refreshing change from dealing with the fort of multi-billion dollar and highly classified important secrets that many businesses operate from. Businesses need to RELAX, stop worrying about being sued and get in on the conversation already.

2. Not being annoying. No one likes being marketed to. While most corporate marketers are desperate to find new ways to be interesting, non-profits understand that my life>your brand. Instead, they attempt to fit into our lives in a way that feels appropriate and doesn't offend users. Non-profits have been great at providing valuable information that their audiences want to hear. They are better at asking for permission for your attention by actually finding and staying connected to the communities that care about them. Instead of advertising what is irrelevant, these organizations are engaging their online community in a dialogue in which both parties are interested.

By offering an experience that is personal, appropriate and unedited, the result is a more authentic relationship. By earning our attention instead of capturing it, organizations can greatly strengthened their place in the minds of their communities. Social media has increased our potential, even to the most casual of online relationship, by allowing it the opportunity to develop into something more meaningful.